Whitby & Co adds sparks to portfolio with Light My Fire

Leading UK outdoor, camping and bushcraft business Whitby & Co has added to its portfolio of specialist brands. From April, Whitby will be the exclusive UK distributor of Light My Fire products.

The Swedish brand makes outdoor cooking kit, specialising in tools and accessories for camping and van life, backwoods, and the back yard. Whitby & Co will offer the full Light My Fire range to specialist UK customers, complementing its other brands, which include Petromax, Feuerhand, Klean Kanteen, Leatherman, Princeton Tec, Buck, Opinel, Selk’bag, Vapur, Zippo, and Whitby Gear.

Light My Fire

Founded in 1996, Light My Fire is committed to creating products that reconnect consumers with nature, wherever they go. From the company’s first magnesium fire-starter that was developed and used by the Swedish Army, to the iconic Light My Fire Spork and distinctive and colourful lunchboxes and meal kits, the brand is responsible for some of the most practical and stylish outdoor cooking and dining products on the market. In all that it does, Light My Fire pursues a more sustainable approach to materials, transportation, production, CSR, design and distribution, aiming to become a truly circular company.

Light My Fire

Phil Ellwood, managing director of Whitby & Co, comments: “Light My Fire is an exciting addition to the Whitby & Co portfolio. The products complement brands in all of the specialist categories that we support, which is great news for our UK trade customers ahead of the summer season. On top of that, our company cultures are very similar, striving to do business in a more responsible, sustainable way.”

Calill Odqvist Jagusch, CEO of Light My Fire, adds: “We are thrilled and excited to join forces with Whitby & Co. The company has a great track record of nourishing and growing the brands that it represents, and there’s a strong and happy team spirit there. We believe, today more than ever, that connecting with nature is a fundamental element that we all need to lead a life in balance. We look forward to igniting dreams of a joyful life outside together with the Whitby team!”

Light My Fire products are now available for trade customers to order from Whitby & Co. For more information, email [email protected] or call 01539 721032.

Chris Lines on 07971 868329, [email protected] or www.twitter.com/chrisjlines

Lindsey Spears on 07760 880808 or [email protected].

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